Holiday Season Means an Onslaught of Limited Edition Products

It’s that time of year again. No, not just shopping time—time for brands big and small to execute that old marketing play that consistently delivers: issuing a limited-edition version of itself. By creating a (usually false) sense of scarcity, limited editions make for quick, higher-margin sales since they always seem to cost just a wee bit more. According to a 2007 study conducted by a Purdue grad student, “Adding a limited-edition product has a positive direct effect on brand profits through the increased willingness of consumers to pay for such a product.”